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In contrast to past research that viewed affect as unidimensional, this study examines the effects of affect's two primary dimensions, pleasantness and arousal, on ad-based persuasion outcomes (attitude favorability) and processes (degree of elaboration, thought positivity). After assessing their naturally-occurring levels of pleasantness and arousal, subjects were exposed to a persuasive communication and assigned to an involvement (low/high) by message strength (low/high) design. GLM analyses revealed that higher pleasantness accentuated the typical involvement X message interaction on attitude favorability, and that higher involvement enhanced message elaboration only when accompanied by higher pleasantness. Path analyses further suggested that (1) higher pleasantness enhanced message elaboration under higher involvement but decreased it under lower involvement, (2) under higher involvement, both pleasantness and arousal positively impacted thought positivity, and, (3) higher arousal decreased message elaboration only for the weaker message. The importance and implications of a broader than unidimensional view of affect in persuasion are discussed. © 1997 John Wiley & Sons, Inc.
Haim Mano (Tue,) studied this question.